In terms of measuring reach and frequency, the typical time period is:

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The typical time period for measuring reach and frequency is four weeks. This allows enough time for a campaign to generate sufficient impressions and reach across various media channels while also providing enough data to accurately measure the frequency at which those impressions are being delivered to the target audience. One week may not provide enough data, eight weeks may be too long for some campaigns, and one year is too long for most advertising campaigns.

In Terms of Measuring Reach and Frequency, the Typical Time